Riding The Wave of Social

Networking

Hello, I am Martijn Verver

I work at Headline Interactive,

helping companies to use the

internet to the max. My heart

lies in the beautiful things

around me. I believe that the

social web is inhabited by the

best audience you will ever

get. Call me an idealist. But let

me tell you a bit more about

this audience, and ride the

wave of social media with me.December 2011

“The world has

changed!”

“Power to the

consumer!”

“Marketeers lost

control!”

Cultural sector is under attack

• Burden of proof @ institutions

• L’Art pour l’art• Reach is everything

Will Facebook and Twitter grow your reach?

Not necessarily. These are just tools. Not goals.

The ultimate goal is probably not

to reach 14 million Twitter-

friends. Just like Bieber.

Or...is it?

Your Goals:

• Reaching a big and broad audience

• Involvement and interest• Long-term binding• Intense relationship

An intense relationship of commitment and

dedication.

The world HAS changed

Old-school marketingtactics don’t suffice anymore.

Everybody is a critic. There are countless opportunities

to express your opinion on the social web. Cultural

institutions have to listen. Moreover: Start the

conversation.

Reputation

Participation

Collaboration

Why is your audience active

online?

Collaboration

Participation

Reputation

Collaboration: Film It

Yourself

Participation:

#askacuratorLast year 300+ museums

opened their doors for the

public..online. Curators

answered 10.000+ questions on

Twitter. Result: more than 80%

of the curators saw the power of

Social Media, of getting in touch

with the audience so to say.

Most of the participants were

more willing to visit a museum.

Be there!If you want to hit

‘m during their

daily routine, be

part of the daily

routine.

“Every user of social media

is every day performing for

his friends. Sharing

information to improve his

reputation. Help him to be

cool. “

Dan Zarella, Social Media Scientist

Traditional poster ads won’t sort any effect. The

average consumer sees thousands a day. Your

audience has an easier way to get informed. Their

friends.

Ads can’t win from the conversation. So give them

something to talk about. Inform them in timely manner,

ask for their ideas and opinions. Reward involvement

and surprise them with something remarkable.

Otherwise, your advertisingbudget will be skyhigh.

“Advertising is the fee for

being unremarkable.”

Robert Stephens, Founder of Geeksquad

Direct the

conversation!

• Start observing your audience

• Facilitate their conversation• Interact, participate, energize• Embrace your audience

How to activate your

audience?

Case 1: Porsche Family Tree

Case 2: Porsche ‘Thank You’

Case 3: Measuring the Universe

Case 4: Rotterdam Theatre

Case 5: Royal Opera House -Twitter

Opera

The Long

Tail

the short tail & the pile of

bodies

Punkband Van

Katoen

Case 6: National Theatre Wales

Democratization of the arts doesn’t mean you have to

give in to please everyone. Tap into the creativity of the

crowd. Reach out and energize them. Their (social)

network is a lot broader than yours. As such you will

create leverage outside the group of usual artlovers.

Your audience is your reviewer, your inspirator and

eventually your co-producer. Cherish and blossom!

http://www.flickr.com/photos/linda-

aldershof/3786130232

http://www.flickr.com/photos/a-d-jones/5479081007

http://www.mobypicture.com/user/michielb

http://www.mobypicture.com/user/erwblo

http://www.flickr.com/photos/photoyoop/4664964945

http://www.flickr.com/photos/vidharr/1945571389

http://www.flickr.com/photos/slowburn/2986303105

Photo-credits

Find me online:

twitter.com/tyno

linkedin.com/in/martijnverver

headline-interactive.nl